2019 has proven to be a crazy year for companies and media going out of business, legends dying, legends losing long time sponsors, etc.

One rumor that just won’t quit is HUF going out of business because the weed sock sales aren’t what they used to be (jokes, kinda). Keith Hufnagel himself got on the horn with the myth busters at Jenkem and set the record straight. In the process broke down what it takes to run a shoe brand in the skate world. He also talks gambling, not driving a Lambo, and how Lakai is fully dependent on HUF.

Sample:

So for people to understand the business difficulties more, if I wanted my own pro model to come out this year, how much would it cost?
First of all, you need a year of time to start developing it, so you gotta make a design and prepare for a year or at least 6 months of development, or longer. So just to get the whole process going you’re probably spending $30-50,000 just making the shoe mold.

If you want your shoe to retail for $100, the goal is that wholesale is selling it for $50, and it costs you [the brand] $25 or less to make the shoe. That’s a keystone markup all the way through. So whatever it costs you to make the shoe you try to make double. But in skating some shoes make less like a 30-40% margin, depending on the company. If you’re in the fashion world, it’s probably double triple or more margin on some shoes.

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Click to JENKEM for the interview about the future of HUF w/ Huf

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